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루머유형과 대응전략에 따른 브랜드 신뢰도 변화에 대한 연구 원문보기

  • 저자

    兪美

  • 학위수여기관

    韓國外國語大學校 大學院

  • 학위구분

    국내석사

  • 학과

    경영학과

  • 지도교수

    簡泂植

  • 발행년도

    2014

  • 총페이지

    85 p

  • 키워드

    루머 기업루머;

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T13538764&outLink=K  

  • 초록

    A Study on Brand Trust Change by Rumor types and Reutation strategy toward Brand rumor Companies are suffering serious damage from negative corporate rumor. Corporate rumor affects negatively not only sales, profits, brand image and brand refutation but also the relationship between consumers and company. Furthermore, Brand competition is so keen in marketplace that corporate rumor can be potential threat to the brand and company. In order to reduce these damages and maintain the brand refutation company has built for a long time, the company should respond to the rumors strategically. The purpose of this study is to compare the negative effect of two types of rumor and to examine the difference in effect on brand trust restoration by refutation strength and types of rumor. According to the result, consumers tend to believe contamination rumors than conspiracy rumors and contamination rumor has influenced more negatively on brand trust than conspiracy rumors. Regarding refutation effect of rumor, strong refutation has influenced more positively on brand trust restoration than weak refutation. Lastly, there is a significant difference on brand trust restoration between strong refutation and weak refutation of contamination rumor. On the other hand, there is no significant difference on brand trust restoration between the strong refutation and weak refutation of conspiracy rumor. These results show that marketing managers would need discriminative rumor crisis management to cope with the rumor effectively.


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